NAB reports (Mar-Dec 1933)

With regard to the total volume of radio advertising placed by different types of business, several interesting trends are to be noted. The advertising of automobile accessories, gasoline and oil in¬ creased approximately 30% during September, though still below July. Clothing advertising increased approximately 25% over August. Cosmetic advertising advanced 19.5%, though still re¬ maining 11% below July. Advertising of foodstuffs increased 9% and represents the highest figure during the quarter. Advertising by radio manufacturers and dealers increased 28%, while soap and household equipment advertising rose slightly above August, repre¬ senting a 34% gain since July. Advertising of household equip¬ ment dropped slightly, while automobile, beverage, financial, and general retail advertising more or less held their own. Tobacco advertising continued its downward trend of recent months. National spot advertising trends followed those of the general field fairly closely, though not gaining as strongly in any one type of business. With regard to local broadcasting, amusement adver¬ tising declined approximately 24%, primarily due to the discon¬ tinuance of advertising by summer resorts, parks, and similar types of business. Gasoline advertising declined 14%, drug advertising rose slightly, and general retail advertising continued to hold its own. The special retail tabulation of local business will be found in Table X. TABLE X RETAIL ADVERTISING OVER INDIVIDUAL STATIONS (September, 1933) Gross Receipts Type of Sponsoring Business for Month Automobiles and accessories: Automobile agencies and used car dealers . $51,161.00 Gasoline stations, garages, etc . 26,805.00 Clothing and apparel shops . 106,861.00 Drugs and toilet goods: Drug stores . 7,408.00 Beauty parlors . 858.00 Food products: Grocery stores, meat markets, etc . 30,959.00 Restaurants and eating places 1 . 21,887.00 Beverage retailers . 3,366.00 Confectionery stores, etc . 657.00 Household goods: Household equipment retailers* 3 . 30,411.00 Furniture stores . 41,333.00 Hardware stores . 6,832.00 Radio retailers . 8,451.00 Department and general stores . 103,797.00 Tobacco shops . 154.00 Miscellaneous . 68,066.00 Total . $509,113.00 1 Exclusive of hotels. 3 Such as electric refrigerators, oil burners, sweepers, furnaces and the like. The publication of the September report marks the completion of the first quarter for which information regarding total radio broadcast advertising volume has been made available. Enough information is now becoming available to make possible a deter¬ mination of some of the trends in the field. It may be interesting to compare the volume of national network and individual station advertising, respectively, which has been done by various types of business during the past quarter. Information on this point is found in Table XI. TABLE XI COMPARISON OF NATIONAL NETWORK AND INDIVIDUAL STATION RADIO BROADCAST ADVERTISING VOLUME BY TYPE OF SPON¬ SORING BUSINESS (Third Quarter, 1933) Gross Receipts lor Quarter National Individual Type oj Sponsoring Business Networks Stations la. Amusements . — $145,703.00 1-2. Automobiles and accessories: ( 1 ) Automobiles . $477,569.00 282,338.00 (2) Accessories, gas and oils . 780,641.00 449,100.00 3. Clothing and apparel . 38,571.00 393,627.00 4-5. Drugs and toilet goods: (4) Drugs and pharmaceuticals... 395,980.00 482,535.00 (5) Toilet goods . 946,487.00 390,562.00 6-8. Food products: (6) Foodstuffs . 1,123,196.00 868,375.00 (7) Beverages . 690,750.00 207,790.00 (8) Confections . 50,882.00 90,619.00 9-10. Household goods: (9) Household equipment and furni ture . 60,985.00 309,975.00 (10) Soap and kitchen supplies . 233,410.00 173,919.00 11. Insurance and financial . 263,255.00 148,912.00 12. Radios . 151,997.00 31,324.00 13. Retail establishments . — 419,362.00 14. Tobacco products . 462,507.00 10,862.00 15. Miscellaneous . 143,533.00 1,273,651.00 Total . . . $5,819,763.00 $5,678,654.00 It will be noticed that during the three-month period ending September 30, national network advertising accounted for ap¬ proximately 50% of total radio advertising volume, individual stations for approximately 49%, and regional networks for slightly less than 1% of broadcasting business. National networks enjoy the preponderant volume of automobile, gasoline, oil and acces¬ sories, toilet goods, beverage, soap, radio, and tobacco advertising. In the case of advertising by radio manufacturers and dealers this accounts for approximately 83% of total advertising done by this industry, while practically all of tobacco advertising is carried on over networks. On the other hand, approximately 90% of the clothing advertising, 85% of household equipment advertising, and the great majority of miscellaneous advertising is local in origin. A comparison of the total volume of advertising placed through national networks, national magazines, and national farm papers during the first nine months of 1933 is found in Table XII. TABLE XII COMPARISON OF NATIONAL NETWORK, NATIONAL MAGAZINE, AND NATIONAL FARM PAPER ADVERTISING Type of Sponsoring Program 1-2. Automobiles and accessories: (1) Automobiles . (2) Accessories, gasoline and oil . 3. Clothing and apparel . 4-5. Drugs and toilet goods: (4) Drugs and pharmaceuticals . (5) Toilet goods . 6-8. Food products. (6) Foodstuffs . (7) Beverages . (8) Confectionery . 9-10. Household goods: (9) Household equipment and furniture (10) Soap and kitchen supplies . 11. Insurance and financial . 12. Radios . 13. Retail establishments . 14. Tobacco products . 15. Miscellaneous . Total . (First nine months, 1933) Gross Receipts for Quarter National Networks National Magazines 1 National Farm Papers $1,187,688.00 2,676,756.00 280,777.00 $4,818,980.00 4,877,217.00 2,381,431.00 $227,276.00 517,660.00 77,300.00 1,763,550.00 3,417,887.00 6,246,250.00 10,289,740.00 189.890.00 174,020.00 3,968,167.00 2,285,283.00 468,481.00 11,061,065.00 3,652,100.00 486,460.00 392,001.00 46,660.00 1,125.00 323,898.00 708,189.00 770,222.00 408,384.00 3,307,987.00 5,615,418.00 1,907,095.00 649,703.00 71,442.00 316,232.00 12,247.00 24,301.00 2.209,441.00 613,474.00 3,546,547.00 11,529,894.00 134,670.00 881,503.00 $21,082,197.00 $70,369,897.00 $3,066,327.00 108 national magazines. Page 217